1 / 15

Audience Analysis: Getting the Right Message to the Right People

One of the keys to developing an effective message is understanding your audience. In this presentation, you'll learn about segmentation, demographics, psychographics, personas, archetypes, and more. They all work together to help you define your audience.

andreagoulet
Download Presentation

Audience Analysis: Getting the Right Message to the Right People

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Audience Analysis getting the right message to the right people @yourbrandvox

  2. “Your audience is one single reader. I have found that sometimes it helps to pick out one person — a real person you know, or an imagined person — and write to that one.” –John Steinbeck @yourbrandvox

  3. The Audience Landscape @yourbrandvox

  4. The Audience Landscape Segments Personas Data
 Demographics &
 Psychographics Descriptions Collection Ideal Customers Archetypes @yourbrandvox

  5. Segments Broad groups of customers that are defined by a specific characteristic. • Who is the most profitable? • Who gives the best feedback? • Who is the easiest to work with? • Who is the most loyal? • How do people use my product/service? • Who refers the most? @yourbrandvox

  6. Empathy Maps @yourbrandvox

  7. Demographics Traits that are easy to measure and fit into a spreadsheet. • Age • Gender • Income • Education Level • Location • Marital Status • Job Tile • Ethnicity @yourbrandvox

  8. Tips for Online Surveys • Avoid strong or leading words. • Be specific. (Bad: Do you watch TV regularly? Good: How often do you watch TV? Followed by ranges) • Start with the easiest questions. • Do not force responses. • Put the most sensitive questions towards the end. • Use unbiased and clear language. @yourbrandvox

  9. Psychographics Traits that are more difficult to measure, but are more useful. • Feelings • Interests • Attitudes • Lifestyles • Beliefs • Values @yourbrandvox

  10. Tips for In-Person Interviews • Focus on interviewee comfort. • Bring a list of questions with you. • Use open-ended questions. • Take notes and record the conversation (ask permission first). • Ask about actual behavior, not hypothetical. • Beware of group think. @yourbrandvox

  11. Archetypes Storytelling patterns that help identify core motivations. Caregiver: Driven by an innate need to serve others. Kind, optimistic, and filled with empathy. ? Citizen: Deep sense of personal integrity and a sense of responsibility to their community. ? Creator: Motivated by a deep need for self-expression. Non- linear thinkers who are often perfectionists. ? Explorer: Constantly seek new experiences and stimulation to feel alive and expand their horizons. ? Hero: Love a challenge and pride themselves on their strength, stamina, and self-sacrifice. ? Innocent: Almost a childlike nature. See life as pure and endless wonder. Jester: Employs humor, satire and wit to deal with the stresses of life. ? Lover: Using the senses is of utmost importance. Appreciate beauty in all forms and yearn for closeness and connection. ? Magician: Deep thinkers who dream big, knowing the universe, both within and without, is limitless. ? Rebel: Loves to challenge the status quo. Progressive, provocative, and thrives on personal power. ? Sage: Analytical and rational. Diligent and steady and trusts facts over feelings. ? Sovereign: Values tradition, rank and legacy. Tends to look to the past rather than into the future. @yourbrandvox

  12. Archetypes in Branding: A Toolkit for Strategists and Creatives ? by Margaret Hartwell and Joshua Chen ? Available at: http://www.amazon.com/ Archetypes-Branding-Toolkit-Creatives- Strategists/dp/1440308187 @yourbrandvox

  13. Personas Description of a fictional character that is created to generate empathy. @yourbrandvox

  14. Resources for Developing Personas • http://blog.bufferapp.com/marketing-personas-beginners-guide • http://www.usability.gov/how-to-and-tools/methods/personas.html • http://moz.com/blog/personas-understanding-the-person-behind- the-visit @yourbrandvox

  15. Ideal Customers Looking into another person’s eyes is the gateway to effective messaging. The more real the person, the quicker the connection. Supplement your persona with actual customers for the biggest impact. @yourbrandvox

More Related